When it comes to stock selection, investment managers understand the application of top-down and bottom-up analytics. One focuses on the big picture of how the overall economy and macroeconomic factors drive the markets and stock prices, while the other one takes a deep dive into the fundamentals of a company literally from the bottom on up – two very different perspectives using two different sets of analytics for the same purpose of identifying the best investment opportunities. For a broader perspective, the greatest amount of insight, and actionable intelligence, some managers combine the two.
The same general approaches to analytics are applied for the purpose of identifying ways to maximize the ROI on a firm’s website. As more asset management firms realize the importance of investing in a digital marketing strategy , they need a clear view into their websites to see how they are performing.
Visits and Page Views
The typical approach is top-down, using Google Analytics or an equivalent service to view the activities of website visitors and identify trends and patterns of usage. Having this view into website usage is critical to identifying its strengths and weaknesses and determining how to generate more traffic and more effectively engage visitors. Google Analytics is a great tool for tracking the number of unique and returning visitors, where they come from, which pages they viewed most, average time viewing each page, and bounce rate. In short, the top-down approach using Google Analytics provides great insight into visitor behavior, which can tell you how well your website is performing and how effective your content is in engaging visitors. It’s also helpful when testing different items, such as does a different font size cause more engagement in general.
Actionable Names and Contact Information
The problem with Google Analytics and the top-down approach it offers is, while it provides good information, it’s just numbers. While it is important to track website activity and visitor behavior to improve website performance, the information is not actionable in terms of identifying who is visiting and why. That is information that can turn visitors into leads and make salespeople more productive. That is information a bottom-up approach can provide.
With a bottom-up approach that combines an email marketing system with advanced marketing analytics, marketing folks have a real value-add to offer the sales team. Once an email subscriber clicks on a link from the email campaign and visits your website, you can track his every move. Not only can it identify who is visiting the website, it can track how often they are engaging with the site or connected social media channels. Even if the visitor doesn’t download a report of register for a webinar, the salespeople still get an actual name and email address they can follow up with. Once visitors are identified, there is no limit as to how marketing and sales can utilize the information to move them through the sales funnel.
At a minimum, firms should be using top-down data gathered through Google Analytics to improve website performance. By adding relatively inexpensive marketing automation software, firms already using email marketing can create a digital, bottom-up process to uncover the actionable data that can boost their sales team’s productivity.